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20201005203242mednet1 Doc

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Running head: CASE STUDY ANALYSIS ON MEDNET 1
MedNet Confronts “Click-Through” Competition
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CASE STUDY ANALYSIS ON MEDNET 2
Brief Summary on MedNet
MedNet is an internet-based healthcare provider. The institution functions on three rules
which are to provide scientific-based information to non-professional consumers, provide free
information, and charge fees for advertising (WebNet, 2020). It is currently competing with
Marvel which has a larger consumer base.
What does an advertiser want? Sales, leads, brand awareness? What are the best metrics
for measuring these?
It depends as to whether the advertiser wants good leads or just a cheaper click-through.
Good leads are usually attained by having good brand awareness which will then lead to
increased sales. A lead may be good but may not lead to having an increased revenue. Windham
thinks that when they are charged on click-through, each click will be a potential buyer who will
buy urgently but this might not be true. MedNet has proved that impressions will lead to
increased sales in the long run therefore advancing Windham’s first impressions. Windham
should accept charges on impressions in that it will increase sales compared to click-through.
The urgency in product purchases among consumers is a key necessity in the realization of a
sustainable metric. An advertiser usually wants to draw the attention of the public towards their
product thus promoting them as well as sequentially improving sales, leads, and brand
awareness. That results in increased product awareness and possible consumption. Increased
customer satisfaction has a direct effect on improved consumption patterns as well as the number
of return customers (Young, 2007). These have the long-run effect of enhanced brand
recommendation to potential customers.
What specific consumer behaviors determine whether or not a business model produces the
results an advertiser wants?
A successful business model usually benefits the organization by generating high sales,
high brand equity, and market leadership. To determine whether a business model is successful
and satisfies the expectations of the advertiser, you will have to look at consumer behavior which
involves the consumer’s decision making. In this case, Target consumers are those who are
interested in medical information. They may get information by either browsing sites such as
MedNet or a general search in the search engine (Young, 2007). These consumers can be divided
into groups. The first one being those who are browsing the site to obtain medical information on
urgent disease cure. In this case, a consumer is attracted to an advertisement that relates to what
they are looking for. The company advertising or relaying this information benefits from
responsive consumer behavior. The other group is that of consumers searching for medical
information not urgently needed. In this case, they are attracted to the advertisement whereby
they sequentially form a positive impression of the brand. These consumers can buy the brand
the next time they are interested in it. In other advertising models like newspaper advertising, a
consumer’s interest is recognized when he or she calls and inquires about a product.
Considering the emergence of competitors that offer tailored and condition-specific
information, MedNet should work on a business model that ensures buyers come back from time
to time even. That happens despite the availability of trust associated with up to date information
on their website. Both click-through and impressions can help analyze these behavioral patterns
and preferences.
What is the best argument Heather Yates can make to justify charging Windham
Pharmaceuticals for impressions instead of click-throughs? Does she have acceptable
alternatives? Analyze the alternatives and provide your recommendation(s).

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Running head: CASE STUDY ANALYSIS ON MEDNET MedNet Confronts “Click-Through” Competition Student Name Institution Affiliation 1 CASE STUDY ANALYSIS ON MEDNET 2 Brief Summary on MedNet MedNet is an internet-based healthcare provider. The institution functions on three rules which are to provide scientific-based information to non-professional consumers, provide free information, and charge fees for advertising (WebNet, 2020). It is currently competing with Marvel which has a larger consumer base. What does an advertiser want? Sales, leads, brand awareness? What are the best metrics for measuring these? It depends as to whether the advertiser wants good leads or just a cheaper click-through. Good leads are usually attained by having good brand awareness which will then lead to increased sales. A lead may be good but may not lead to having an increased revenue. Windham thinks that when they are charged on click-through, each click will be a potential buyer who will buy urgently but this might not be true. MedNet has proved that impressions will lead to increased sales in the long run therefore advancing Windham’s first impressions. Windham should accept charges on impressi ...
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